Mumbai:Leading Home Appliances& Consumer electronics brand,Haier has launched a new campaign for their Bottom Mounted Refrigerator (BMR) series. The campaign kicks off with a film, conceptualized by Famous Innovations and directed by Ashim Ahluwalia.

In line with their brand promise of ‘Customer Inspired Innovation’, Haier introduced the BMR in 2015. Its design turns the traditional refrigerator upside down so the most used sections are on top and the need to bend is reduced by up to 90%. It comes with 8 Convertible modes that smartly carter to all kinds of refrigerator needs and usage patterns.

Leaping off of the core product truth of ‘a fridge that has finally turned downside up,’ the campaign takes a humorous dig at all misbehaviours, or “ultiaadats”, prevalent around us. These range from going up a downward escalator to using Election Day as a regular holiday, and are compared with old-style refrigerators where the most used fridge section is at the bottom and the freezer is on top.

Eric Braganza

Speaking about the ad, Eric Braganza, President, Haier India says, “The BMR proposition has been a huge success for us, as it comes from an insightful consumer behaviour and solves a fundamental everyday problem that most brands have ignored. With this campaign, we aim to solidify our stature as category leaders by connecting with India at a more emotional level. We are certain that our consumers will recognise these everyday instances from their lives and it’ll leave them with a smile on their face.”

Raj Kamble

Raj Kamble, Founder and CCO, Famous Innovations, adds, “The competition is aggressively marketing features in this category. Having done that with Haier BMR already last year, we now wanted to take things to the next level. These little upside down things that we Indians do are wrong but also quite endearing, because it’s just so us! It’s a light take on our ‘ultiaadats’, one of which i.e. bending down to get things from the fridge is being corrected by Haier. Hence, the idea – India, Ab Seedhe ki aadat daal lo!”

The campaign will be released across TV, digital, radio and on ground activations.